119: Richard Cogswell – The Cultural Sales Leader
Salesology® - Conversations with Sales Leaders30 Des 2024

119: Richard Cogswell – The Cultural Sales Leader

Guest: Richard Cogswell

Guest Bio:

Richard Cogswell is a people-first sales leader. He is an organizational team builder who believes that people, vision, values, and behaviors build winning sales cultures. Richard has held multiple senior sales leadership positions within a number of industries, working across EMEA, the United States, and APAC, within startups and listed multinational companies. Whether newly hired or promoted, or for those with experience already gained on the journey, Richard aims to show a methodology focused on how you might best lay down the foundations for exponential and sustained growth through the sales leadership function, and critically through the catalyst of culture. You can find out more from Richard at www.richardcogswell.com

Guest Links:

Email Rich, rich_cogswell@hotmail.com, for a free chapter from his new book, The Cultural Sales Leader.

Guest Points:

The Importance of Sales Leadership Training:

  • Companies often promote high-performing salespeople into leadership roles without training, assuming natural sales ability translates to management skills. Leadership training is crucial as it equips individuals to manage teams, strategize, and build a successful sales environment. Just as salespeople ask customers for investment in products, leaders need to ask their companies to invest in their development to ensure long-term success.

Key Challenges for Sales Managers:

  • As a sales leader, you must understand the motivations of individual team members and how to align them to broader business goals. Leadership requires thinking beyond personal sales performance to focus on the larger company objectives and sales strategies. New sales managers may face pressure to meet numbers without sufficient training or guidance, often leading to "busy work" rather than effective leadership.

Sales leaders must align different departments to the sales strategy and ensure that everyone is working towards common goals.

The Importance of Sales Culture:

  • Culture is the "how" and "why" of an organization. Strong, lived culture creates behaviors that lead to results. Culture is delicate and can easily deteriorate if not actively maintained. Leadership must tend to it and ensure that it is consistently reinforced throughout the organization. A cultural sales leader must ensure that the team is aligned with the company's mission and values.

Building a High-Performance Sales Team:

  • Sales teams need clarity on priorities, key behaviors, and the strategies to win. Simplifying objectives helps teams focus and drive results. Asking team members for their own sales plans fosters ownership and buy-in. It ensures that they think strategically and have a stake in achieving the targets. Creating a simple, one-page document outlining key objectives, behaviors, and strategies ensures everyone in the organization is aligned and working towards the same goals.

Leadership and Responsibility:

  • Sales leaders should empower their team to think creatively and solve problems independently. Sales leaders should continuously engage with the team to understand their challenges and provide support. Leaders must ensure that sales efforts are aligned with broader company goals, incorporating feedback from all departments and focusing on long-term growth, not just short-term targets.

Long-Term Success and Ambition:

  • A strong sales culture can coexist with ambition and high performance. The most successful teams combine cultural alignment with long-term strategic thinking, creating a sense of growth and success over time. Sales leaders should look beyond the immediate financial year and think in terms of three-to-five-year goals, including opening new markets or enhancing products based on customer feedback. These "big bets" shape the future of the company.

About Salesology®: Conversations with Sales Leaders

Download your free gift, The Salesology® Vault. The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts.

Download your free gift, 81 Tools to Grow Your Sales & Your Business Faster, More Easily & More Profitably. Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs.

If you are a business owner or sales manager with an underperforming sales team, let’s talk. Click here to schedule a time.

Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated!

To learn more about our previous guests, listen to past episodes, and get to know your host, go to https://podcast.gosalesology.com/ and connect on LinkedIn and follow us on Facebook and Twitter and check out our website at http://www.gosalesology.

Episoder(150)

086: Ivana Taylor – Making AI… Lifelike

086: Ivana Taylor – Making AI… Lifelike

Guest: Ivana Taylor   Guest Bio: Ivana Taylor, the publisher of DIYMarketers.com, where she helps entrepreneurs simplify marketing and get marketing done on less than $17 a day. With her knack for simplifying complex strategies into affordable, actionable steps, Ivana's insights have guided millions. Featured on MSNBC and AMEX OPENForum, she's here on the podcast to show you how to streamline your sales and marketing with AI. So, if AI has you baffled, prepare for clarity.   Guest Links: Take the Super Power Quiz at https://diymarketers.com LinkedIn: https://www.linkedin.com/in/ivanastaylor Twitter: https://twitter.com/DIYMarketers Email: ivana@diymarketers.com     About Salesology®: Conversations with Sales Leaders Download your free gift, The Salesology® Vault. The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts.  Download your free gift, 81 Tools to Grow Your Sales & Your Business Faster, More Easily & More Profitably. Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. Click here to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to https://podcast.gosalesology.com/ and connect on LinkedIn and follow us on Facebook and Twitter and check out our website at  http://www.gosalesology.com

1 Apr 202433min

085: Jason Kramer - The Playbook for Lead Nurturing & Technology

085: Jason Kramer - The Playbook for Lead Nurturing & Technology

Guest: Jason Kramer   Guest Bio: Jason Kramer is the founder of Cultivize, a consulting firm that specializes in B2B lead nurturing strategies and technology. With 15 years of experience running a creative agency, Jason identified revenue gaps in marketing and sales funnels for distributors, service providers, marketing agencies and manufacturers. He launched Cultivize to provide customized solutions and empower businesses to connect prospect and customer data with marketing campaigns and sales team activities. When not strategizing in CRM, he enjoys family time with his wife, two kids, and two dogs in their lively New York home.   Guest Links: For any of the resources mentioned in this podcast and to connect with Jason, listeners can visit the following link: https://cultivize.com/salesology     About Salesology®: Conversations with Sales Leaders Download your free gift, The Salesology® Vault. The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts.  Download your free gift, 81 Tools to Grow Your Sales & Your Business Faster, More Easily & More Profitably. Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. Watch the demo of the Salesology® Prospecting Method, A Simple, 3-Step Method That, On Average, Increases Qualified Appointments & Sales By 73%. If you are a business owner or sales manager with an underperforming sales team, let’s talk. Click here to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to https://podcast.gosalesology.com/ and connect on LinkedIn and follow us on Facebook and Twitter and check out our website at  http://www.gosalesology.com

25 Mar 202433min

084: Ryan Staley – Leveraging AI for Sales

084: Ryan Staley – Leveraging AI for Sales

Guest: Ryan Staley   Guest Bio: Ryan Staley is the Founder and CEO of Whale Boss where he helps Technology Founders grow from $1M-$30M through the principles he used to achieve the same results personally. Ryan Has taught over 800 CROs, VPs, or Leaders his proprietary Enterprise Sales frameworks for startups and companies like Google, Amazon Web Services, Stripe, Salesforce, Uber, etc.   Guest Links: 140 C-Level AI Cheat Codes     About Salesology®: Conversations with Sales Leaders Download your free gift, The Salesology® Vault. The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts.  Download your free gift, 81 Tools to Grow Your Sales & Your Business Faster, More Easily & More Profitably. Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. Watch the demo of the Salesology® Prospecting Method, A Simple, 3-Step Method That, On Average, Increases Qualified Appointments & Sales By 73%. If you are a business owner or sales manager with an underperforming sales team, let’s talk. Click here to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to https://podcast.gosalesology.com/ and connect on LinkedIn and follow us on Facebook and Twitter and check out our website at  http://www.gosalesology.com

18 Mar 202429min

083: Andrea Waltz – When They Say No

083: Andrea Waltz – When They Say No

Guest: Andrea Waltz   Guest Bio: Andrea Waltz is the co-founder of Courage Crafters, Inc. and co-author of the best-selling book, Go for No! Yes is the Destination, No is How You Get There. For almost two decades, Andrea has been teaching people in virtually every business and industry how to think and feel differently about failure, rejection, and the word, “no” to achieve their goals and dreams. Andrea is considered a top sales influencer online, featured on lists curated by Hubspot, Salesforce.com, Live Hive and many others. The book, Go for No! reached #1 on Amazon’s “Sales & Selling” list in 2010, and has remained in the top 50 Sales books for the last 13 years, having now sold over 500,000 copies. The “Go for No” strategy has been featured in online and offline magazines and journals including Success Magazine, Inc., Forbes, and many others. Today, “go for no” is a well-known methodology in the world of sales and widely recognized as the singular best program that deals with rejection in business. Her latest book with co-author Richard Fenton called, “When They Say No” was released in 2023.   Guest Links: When They Say No www.Goforno.com/Quiz     About Salesology®: Conversations with Sales Leaders Download your free gift, The Salesology® Vault. The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts.  Download your free gift, 81 Tools to Grow Your Sales & Your Business Faster, More Easily & More Profitably. Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. Watch the demo of the Salesology® Prospecting Method, A Simple, 3-Step Method That, On Average, Increases Qualified Appointments & Sales By 73%. If you are a business owner or sales manager with an underperforming sales team, let’s talk. Click here to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to https://podcast.gosalesology.com/ and connect on LinkedIn and follow us on Facebook and Twitter and check out our website at  http://www.gosalesology.com

11 Mar 202435min

082: Chet Lovegren – The Sales Doctor Rx

082: Chet Lovegren – The Sales Doctor Rx

Guest: Chet Lovegren   Guest Bio: With over 11 years of sales and sales leadership experience, Chet Lovegren started The Sales Doctor in 2020 as a way of providing a ‘prescriptive’ approach to revenue problems and struggling go-to-market strategies. Chet has helped build out sales processes and teams that led to companies successfully raising over $100M in VC Funds, Chet follows a ‘prescriptive’ approach to solving revenue problems and provides go-to-market professionals with the right dose of practical and tactical info needed to stop the revenue bleed from archaic practices and methods.   Guest Links: Sales Doctor Rx Newsletter: www.thesalesdocrx.com/newsletter     About Salesology®: Conversations with Sales Leaders Download your free gift, The Salesology® Vault. The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts.  Download your free gift, 81 Tools to Grow Your Sales & Your Business Faster, More Easily & More Profitably. Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. Watch the demo of the Salesology® Prospecting Method, A Simple, 3-Step Method That, On Average, Increases Qualified Appointments & Sales By 73%. If you are a business owner or sales manager with an underperforming sales team, let’s talk. Click here to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to https://podcast.gosalesology.com/ and connect on LinkedIn and follow us on Facebook and Twitter and check out our website at  http://www.gosalesology.com

4 Mar 202438min

081: Randy Crane – The Fearless Marketer

081: Randy Crane – The Fearless Marketer

Guest: Randy Crane   Guest Bio: Randy Crane, affectionally known as The Fearless Marketer, is a nationally acclaimed sales and marketing expert with over 40 years of experience with many global brands and startups. He is passionate about leadership and emotional marketing strategies that deliver Real Value to customers and impact businesses. Randy is a mentor, a visionary, and a true master of his craft, inspiring others to reach for greatness and achieve their dreams.     About Salesology®: Conversations with Sales Leaders Download your free gift, The Salesology® Vault. The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts.  Download your free gift, 81 Tools to Grow Your Sales & Your Business Faster, More Easily & More Profitably. Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. Watch the demo of the Salesology® Prospecting Method, A Simple, 3-Step Method That, On Average, Increases Qualified Appointments & Sales By 73%. If you are a business owner or sales manager with an underperforming sales team, let’s talk. Click here to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to https://podcast.gosalesology.com/ and connect on LinkedIn and follow us on Facebook and Twitter and check out our website at  http://www.gosalesology.com

19 Feb 202435min

080: Greg Brooks – Rocket Station Rocket Your Business

080: Greg Brooks – Rocket Station Rocket Your Business

Guest: Greg Brooks   Guest Bio: Greg is a partner in Rocket Station and oversees everything business development and marketing. He joined the Rocket Station team with an immense background in sales and entrepreneurship, both in the public and private sectors. He has led teams in many industries including sponsorship, fundraising, consumer packaged goods, military resale, and hospitality. On top of this, he has worked for some of the top Fortune 500 companies as well as having started and sold multiple companies of his own.     About Salesology®: Conversations with Sales Leaders Download your free gift, The Salesology® Vault. The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts.  Download your free gift, 81 Tools to Grow Your Sales & Your Business Faster, More Easily & More Profitably. Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. Watch the demo of the Salesology® Prospecting Method, A Simple, 3-Step Method That, On Average, Increases Qualified Appointments & Sales By 73%. If you are a business owner or sales manager with an underperforming sales team, let’s talk. Click here to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to https://podcast.gosalesology.com/ and connect on LinkedIn and follow us on Facebook and Twitter and check out our website at  http://www.gosalesology.com

12 Feb 202437min

079: Collin Mitchell – An Outbound Transformation

079: Collin Mitchell – An Outbound Transformation

Guest: Collin Mitchell   Guest Bio: Meet Collin Mitchell, a 4x founder passionate about Sales, Entrepreneurship, and Podcasting. Collin is the Chief Evangelist at Humantic AI where they are helping sellers personalize the entire sales process to build more rapport and close more deals. Collin is also the host of Sales Transformation. He started with nothing but managed to grow his first business from 0 to 5M ARR in 26 months!   Guest Links: Sales Transformation     About Salesology®: Conversations with Sales Leaders Download your free gift, The Salesology® Vault. The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts.  Download your free gift, 81 Tools to Grow Your Sales & Your Business Faster, More Easily & More Profitably. Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. Watch the demo of the Salesology® Prospecting Method, A Simple, 3-Step Method That, On Average, Increases Qualified Appointments & Sales By 73%. If you are a business owner or sales manager with an underperforming sales team, let’s talk. Click here to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to https://podcast.gosalesology.com/ and connect on LinkedIn and follow us on Facebook and Twitter and check out our website at  http://www.gosalesology.com

5 Feb 202432min

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